KOM5111 COMMUNICATION THEORY FIRST MEETING LECTURE First Semester, 2011-2012 SECTION 1:

KOM5111 COMMUNICATION THEORY

FIRST MEETING LECTURE

First Semester, 2011-2012

SECTION 1:

FOUNDATION OF COMMUNICATION THEORY

Saturday, 18th June 2011

Information About Lecturer

Dr. Mohd Nizam OsmanRoom B.130 (Block B)Department of Communication, FBMKTel: (03) 8946-8790 (direct line)

(03) 8946-8777 (main office)Email: [email protected]

[email protected]

Appointments: Appointments can be made to discuss about course-related matters via the contact details given above.

FIRST MEETING AGENDA:

1. Discuss the course outline2. Discuss the assignments for the course3. Discuss other course-related matters4. Discuss topics to be covered in final

semester examination5. Commencement of lecture (Section 1)

First Meeting, Section 1 (Topic 1-4)

The following communication theories will

be discussed today:

1. Schramm Communication Theory

2. Berlo Communication Theory

3. Westley MacLean Communication Theory


Topics To Be Covered in Final Exam

1. Understand what is meant by communication

2. Focus on the definition of communication communication phenomenon

3. Understand the different terminologies of communication; what is meant by symbols, verbal communication, non-verbal communication, transmission, channel, noise, encoding, decoding etc


4. Focus on the definition of theory

5. Understand the definition of theory from the perspective of human communication

6. Have a clear understanding why theory is important in the context of human communication

7. Be able to relate why effective communication fails to take place in a given communication context


8. Familiarize with a number of communication theories/models that will be discussed during lecture

9. Be able to differentiate the differences in terms of applications of these communication theories/models in different communication contexts

10. Focus on important names associated with communication theories/models that are discussed during lecture


Understanding Communication

“the act of communicating; exchange of ideas, conveyance of information, etc”

- melakukan komunikasi; bertukar idea,

menyampaikan informasi dll(The New International Webster’s Comprehensive Dictionary of the English Language 1999:265)


Exchange of Ideas

“to give or receive in return for something else”

Cassell Popular English Dictionary (1995:281)

- the amount of ideas exchanged signify communication

- whether a person is knowledgeable or not

- whether a person wants to communicate or otherwise

- depending on the nature of the ideas


Definition of Communication

“communication is the process of transmitting; a giving, or giving and receiving of information, signals, or messages by talks, gestures, writing, etc.”

- komunikasi adalah proses penyampaian; memberi dan menerima informasi, signal atau mesej melalui perbualan, perbuatan, penulisan dll Ruben, B. (1992) Communication and Human Behavior:1


Definition of Communication

“a system of sending and receiving messages, as by telephone, telegraph, radio, etc”

- suatu sistem penyampaian dan penerimaan mesej (maklumat) melalui telefon, telegraf, radio dll

Ruben, B. (1992) Communication and Human Behavior:1


Definition of Communication“Human communication is the process through which individuals – in relationships, groups, organizations, and societies – respond to and create messages to relate to the environment and one another”

- Komunikasi manusia adalah proses di mana individu – dalam perhubungan, kumpulan, organisasi dan masyarakat – bertindak ke atas dan membentuk mesej (maklumat) untuk disesuaikan dengan persekitaran dan di antara satu sama lainRuben, B. (1992) Communication and Human Behavior (14)


TYPES OF COMMUNICATION1. Human Communication

- intrapersonal communication- interpersonal communication- intercultural communication

2. Group Communication- small group communication (2 – 10 people)- large group communication (11-30 people)- mass group communication (more than 30, less than 200 people)- mass communication via media (millions of people)


3. Organizational Communication - employers/management to workers/staff - from workers/staff to employers/management - among peers/subordinates - communication via technology (email,

phones etc)

4. Animal Communication - by means of sounds - by means of gestures - by means of reward for reinforcement


5. Machine Communication - from humans to machines (e.g., computers, fax machines, photocopies

etc) - from machine to machine (robotics, CAD,

CAM, industrial productions)

6. Mediated Communication - communication by means of media - includes electronic media (radio, TV) and

print media (newspapers, magazines, books etc)


Communication Related Disciplines1. Intrapersonal Communication

- communication within oneself - disciplines among psychologists and

scholars studying children communication - e.g., John E. Aitken, Leonard J. Shedletsky,

Don W. Stacks etc etc.

2. Interpersonal Communication - communication with two or more individuals - conducted by means of media or face-to-face - understanding the complexity of human

communication


Communication Related Disciplines

3. Intercultural communication

- study of human communication between

people from different cultural backgrounds

- focuses on the dynamics of verbal and non-

verbal communication in the context of

cross-culture

- important for maintaining diplomatic, political

and social relations between nations


Communication Related Disciplines

4. Organizational communication - the study of human communication within an

organizational setting - interaction between work colleagues (peers),

top-down communication, bottom-up communication, communication via technology in the organization, communication across units/departments/ divisions


Communication Related Disciplines5. Mass communication

- the study of communication via electronic media (radio, TV, film) and print media (newspapers, magazines, books etc)

- focuses on the mass audience, audience characteristics, audience demography,

means of disseminating information using the appropriate medium - also focuses on international communication using media (satellite, phone, video teleconferencing etc)


Understanding Communication Theory

“communication theories are theories that contain explicit or implicit definition of communication. It contains variables that indicates relationships to explain communication phenomena”(Narimah Ismail et al. (2007) KOM5111 Module



According to Littlejohn (2002), communication theory functions as a medium to explain and predict a communication phenomena”

(in Akmar Hayati, 2009:39)



“A set of concepts and relationships statements that helps to describe, explain, evaluate, predict and control communication events”

(Cragan & Shields, 1998)


Elements of Communication Theory

1.Concepts

- abstraction referencing to a class of thing, a term used at the theoretical level

(Salleh Hassan, 2008)

- the process by which a general idea is derived or an abstraction is generalized is called conceptualization

(Salleh Hassan, 2008)



2.Variables

- variables are phenomenon which are liable to change; capable of varying; susceptible

of continuous change of value (Cassell Popular English Dictionary, 1995:912)



Variables

- A variable is a concept, object, or property to which a set of values based on

predetermined criteria is assigned.

- two forms of variables in Communication Studies: Independent Variable and Dependent Variable



Dependent Variable- variables which are assumed to depend on

or be caused by another (called the independent variable. For example, if you find that income is partly a function of amount of or level of formal education, income is being treated as a dependent variable (Salleh Hassan, 2008)



Independent Variable- An independent variable is presumed to cause or determine a dependent variable. For example, if we discover that religiosity is partly a function of gender – that is to say women are more religious than men, therefore gender is the independent variable (Salleh Hassan, 2008)


Functions of Communication Theory?

- making predictions/assumptions about communication phenomenon

- views/observations

- opinions

- limitations

- applications

- criticisms


Functions of Communication Theory

- Communication theory provides an assumption about a communication phenomenon (Salleh, 2005)

Question:1. The assumptions made about communication phenomenon are always accurate

2.The assumptions made about communication phenomenon may not be accurate


Communication Theory – Schramm Theory

- Wilbur Schramm introduced a theory on the process of human communication in 1954

- Introduced the concept of ‘field of experience’ in human communication

- Schramm theory indicates communication and feedback occurs simultaneously

- This process is also known as transactional communication


SCHRAMM THEORY OF COMMUNICATION

ENCODERENCODER

INTERPRETERINTERPRETER

DECODERDECODER

DECODERDECODER

INTERPRETERINTERPRETER

ENCODERENCODER

MESEJMESEJ

MESEJMESEJ

First Meeting, Section 1 (Topic 1-4) – Additional Slides

Communication Theory – Schramm Theory

Transactional Communication vs. Linear and Interactive Communication

- Linear (one-way communication)

* no feedback

- Interactive (two way communication)

* delay feedback

- Transactional (two way communication)

* spontaneous feedback


Schramm Theory of Human Communication

According to Schramm, communication is a process which requires the sender to compose suitable symbols and signs (encoder) to be disseminated to the receiver who will then give meaning to the received message (decoding and interpreting) before sending another message back to the sender (feedback) and the process repeats itself.



According to Schramm:

- the sender of the message constructs and conceptualises a message using signs and symbols (encoding)

- the receiver receives the message either verbally or non-verbally (decoding)

- the receiver then assign meaning to the message received (interpreting)

- the receiver then becomes the sender by providing feedback to the message received


Schramm Theory of Human CommunicationEncoder:

“the process of translating a message into code”- proses menterjemahkan mesej kepada

kode

Interpreter:“an act of assigning meaning to a code

or symbol”- proses memberi makna kepada kode

atau simbol


Schramm Theory of Human CommunicationDecoder:

“the act of translating from code symbols into ordinary language”Cassell Popular English Dictionary (1995:813)

Decoder can be done either manually or by means of technology (decoding machines)



According to Schramm, effective human communication occurs when:

1. The message is understood between sender and receiver

“a message is any symbol or collection of symbols which has meaning or utility”

- mesej adalah apa jua simbol atau koleksi

simbol yang mempunyai makna atau

yang boleh digunakan



simbol

“a character or letter accepted as representing or signifying something, idea, relation, process etc”Cassell Popular English Dictionary (1995:832)

“a symbol is anything which is created to refer to something else”

Gilchrist, J. (1990)


Schramm Theory of Human Communication2. Communication Skills (sender and receiver)

- choosing the right symbols to communicate - combination of verbal and non-verbal communication during interaction

example: ‘peace sign’ expressions of feelings

- Encoder should focus on the frame of reference of the receiver

example: communicating about extreme cold weather



3. Providing Feedback- feedback has to be immediate (preferably)- feedback is most effective if done face-to-face- feedback using media (internet, phone calls, letters etc) is less effective due to delay time factor- feedback should be genuine, honest and reliable



4. The level of knowledge of the sender/receiver

regarding the message sent/received

- knowledge about the topic

- high level of knowledge of sender may have a high level of influence on the receiver

- knowledge is consistent with the sender/receiver level of experience

- knowledge is also the result of exposure to the environment


Communication Theory – Berlo Theory- David Berlo introduced the SMCR model of

communication in 1960- Berlo’s communication is linear, although it

touches on human communication- Berlo’s theory focuses on the components

needed in each of the four element of communication (SMCR)

- Berlo was the first communication scholar who treated the five senses as channel of communication


Communication Theory – Berlo Theory

message channel

BERLO’s MODEL OF COMMUNICATION

source receiver


Berlo Theory of Human Communication

Berlo introduces 4 levels of communication in his

theory:

1. Source

2. Message

3. Channel

4. Receiver



SOURCE (SUMBER)

Source is anyone, or any object (machine) which sends a message (verbal or nonverbal) to another person or to another object

Sumber merangkumi sesiapa sahaja, atau objek (mesin) yang menghantar mesej (secara lisan atau bukan lisan) kepada orang lain atau kepada objek lain



The source of the message should have:

- Communication Skills (kebolehan berkomunikasi)

- Attitudes (pandangan ke atas mesej yang ingin disampaikan)

- Knowledge (tahap pengetahuan mengenai mesej yang ingin disampaikan)

- Socio-cultural system (sistem sosio budaya)



MESSAGE (MESEJ)According to Berlo, message is comprised of:- Code (kode)- Content (Kandungan)

CODE- “a set of symbols used to translate a message

from one form to another”Devito, J.A. (2005) Messages: Building Interpersonal Communication Skills (278)



Channel of Communication is comprised of:- Hearing (pendengaran)- Smelling (Hidu)- Tasting (merasa)- Touching (sentuhan)- Seeing (penglihatan)

Additional channel of communication (not discussed by Berlo):

- Air waves (vibration of sound)- Copper wires



RECEIVER

Receiver of the message should have:

- Communication Skills (kebolehan berkomunikasi)

- Attitudes (pandangan ke atas mesej yang ingin disampaikan)

- Knowledge (tahap pengetahuan mengenai mesej yang ingin disampaikan)

- Socio-cultural system (sistem sosio-budaya)


Westley MacLean Theory of Mediated Communication

WESTLEY MACLEAN THEORY(1955)- Westley Maclean introduced the mediated

theory of communication in 1955

- Maclean assumes that the process of communication begins when the receiver receives the message

- Message is sent from the sender and received by the receiver by means of media



Proposes 4 stages/levels in the theory: Level 1: INTRAPERSONAL COMMUNICATION

Level 2: INTERPERSONAL COMMUNICATION

Level 3: SIMPLE MEDIATED COMMUNICATION

Level 4: COMPLEX MEDIATED COMMUNICATION



Level 1: INTRAPERSONAL COMMUNICATION

- This level assumes communication occurs with one source only (within the self)

- Communication in this level can be verbal and/or non verbal

- No feedback in this level (feedback only happens within the self)


Westley MacLean Theory of

Mediated Communication



Level 1: INTRAPERSONAL COMMUNICATION

- ‘X’ is any object/issue within a person’s frame of reference.

- ‘A’ refers to the individual observing ‘X’

- refers to the concept of ‘infinity’ (no ending)



Level 2: INTERPERSONAL COMMUNICATION- This level assumes communication occurring

between two or more individuals- Communication in this level occurs via face-to-

face- Individuals interacting in this level can choose

any object ‘X’ to discuss about (but the object ‘X’ has to be within both individuals frame of reference/experience)

- Feedback between the individuals during the interaction is spontaneous (face-to-face communication)






Level 2:- ‘X’ is any object/issue within a person’s frame of

reference.- ‘A’ refers to an individual which chooses what

object to communicate with individual B- Both individuals (A and B) must be able to see

and understand the object (X) which is being discussed

- Feedback is spontaneous (transactional)



Level 3: SIMPLE MEDIATED COMMUNICATION- This level assumes communication occurring

via media or any forms of communication devices

- Communication devices, in this context refers to telephone, Internet (e-mail), newspapers, television, satellite etc.

- This is a form of interactive communication- Feedback is present in this level, but feedback

is delayed






Level 3:- ‘C’ refers to media institutions

(journalists/producers/media management etc) which chooses what issue (X) to broadcast to society (B)

- media institutions refers to all categories of media industries: electronic media, print media and new media

- In this level, media institutions can act as gatekeeper




Level 3:

- ‘B’ refers to society which receives the news/story about an issue (X) from the media ‘C’

- ‘B’ is not able to directly see or observe the issue (X), but is being informed about the issue via the media ‘C’

- ‘B’ is able to provide feedback about the issue (X) to the media ‘C’



Level 4: COMPLEX MEDIATED COMMUNICATION- This level assumes communication occuring via

the media and involves more individuals and stages/procedures (complex)

- In this stage, two groups of individuals (general public and the media) directly observe an object/issue (X) and the media ‘C’ disseminates news/stories about ‘X’ to the general public who are not able to directly observe ‘X’






Level 4:- Agenda setting occurs in this level; the media

chooses what issue to focus on- The media ‘C’ can magnify an issue to capture

the attention of the general publicexamples: - political issues- social issues- health issues- celebrities issues etc

END FIRST MEETING

KOM5111 COMMUNICATION THEORY

JUNE 2011

KOM5111 COMMUNICATION THEORY FIRST MEETING LECTURE First Semester, 2011-2012 SECTION 1:

Documents

nonverbal communication

effective communication

berlo communication

schramm communication

ideasfirst meeting

etcfirst meeting

meeting agenda

definition of theory5